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When my team set out to redesign the Harvard Pilgrim website, we knew that marketing initiatives would be significant in determining the design choices. What we didn’t expect was the magnitude of the content we would discover, and the internal politics we would navigate right up to launch. As a content strategist and UX practitioner, I learned more over the course of this project than I have on any other, and along the way determined a new process for blending content and design work with governance and organizational change.
In this session we’ll review the case study, with special attention called to the experience of the content team, and the focus on user-centered solutions. I’ll share what worked as well as what didn’t, and provide concrete recommendations on how to accomplish marketing objectives while simultaneously fulfilling user needs.
Goals for the session:
- Hear recommendations for navigating tricky political situations with numerous stakeholders
- Learn methods for developing and clarifying a realistic governance plan
- Discover tools for testing navigation changes and A/B testing, all of which is helpful in bringing stakeholders to agreement
- Find out how content teams can work with compliance departments to comply with legal requirements while also providing a fantastic user experience
Marli Mesibov is the VP of Content Strategy at the design and UX agency Mad*Pow. Her work spans strategy and experiences across websites, web applications, and mobile for enterprise companies and startups. Before coming to Mad*Pow, Marli’s clients included Motorolla, Fidelity Investments, Rowan University, and Memorial Sloan Kettering Cancer Care. Her work has helped these clients attract and engage new market subsets. Marli is also the managing editor at UX Booth, and a frequent conference speaker. She has spoken at conferences including LavaCon, Content Strategy Applied, Content Strategy Forum, and ConveyUX. Marli can also be found on Twitter as @marsinthestars, where she shares thoughts on UX Design, content strategy, and Muppets. You can learn more about Marli and her work at http://marli.us